Surf School of Shine

Campaign details

Brand: SurfLead Agency: Digitas LiquoriceRegion: EMEA

Strategy

Objective

The laundry detergent you buy often varies depending on price, so any loyalty to a specific brand we can encourage should grow and maintain brand share. Unilever and Surf's global consumer research shows that an effective CSI campaign, closely linked to the brand's 'reason for being', will increase consumer loyalty and increase sales.

Surf has always stood for 'Confidence' – 'The Confidence to Shine Brightly in your clothes'. Surf's CSI campaign develops the area of 'Confidence' further to participate in the space of 'Career Confidence for Women'.

Objectives:

Fill the gap in the market of career advice for South African women

Link this closely to the Surf brand's 'reason for being'

Generate loyalty for the content and the brand

Increase brand product sales through this loyalty

Target Audience

South African

Female

Ages 20 – 34

LSM B & C

Creative Strategy

TV commercial with a dedicated digital call to action for mobile second screen users